Economics and accuracy lost in "Brangelina" baby rush

LONDON (Reuters) - Even the most hardened celebrity
watchers were taken aback by reports of an $11 million deal for
exclusive rights to the first photographs of Angelina Jolie and
Brad Pitt's newborn twins.

Despite Hollywood duo "Brangelina" being one of the world's
most famous couples, experts said it would be almost impossible
to make back the money through increased sales and advertising.

But winning a bidding war boosts a magazine's profile, they
added, and deals a blow to rivals in the fiercely competitive
celebrity news world.

"This would be a world record and is an unbelievable amount
of money to pay," said Darryn Lyons, who runs the London-based
Big Pictures celebrity photograph agency.

Abe Peck, who was a long-time chair of the magazine program
at U.S. journalism school Medill, described the reported deal
as "verging toward the unthinkable."

The costs could be offset by selling secondary rights
outside the U.S. market, for example, and owning images allows
for follow-up stories quoting "friends" and "sources."

However, "if that price is accurate, it likely would become
a loss leader for whoever bought it," Peck added.

"The big celebrity magazines might be willing to lose money
in order to establish or maintain A-list primacy."
Continued...